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Managing sustainable consumption : shaping the customer journey with a focus on sustainability in the food industry

  • As consumer awareness surrounding impacts of the climate crisis continues to be a notable threat, businesses are searching for new models to make their sustainability profile even better. As a result, the implementation of a company’s sustainability vision following the SDGs has to be linked closely to the integration of customers into strategic action. One success factor is the management of customers over their entire life cycle. The Customer Journey serves as a model to systematise this approach, by designing touchpoints throughout the purchasing process in order to motivate consumers to act sustainably. Based on behaviour models, the authors develop recommendations for the food industry to design a sustainable Customer Journey that helps to reduce the percentage of consumers reporting positive attitudes to sustainable products while not exhibiting corresponding behaviour.

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Metadaten
Author of HS ReutlingenSteinbiß, Kristina
URN:urn:nbn:de:bsz:rt2-opus4-37176
DOI:https://doi.org/10.33119/EEIM.2021.62.4
ISSN:1734-087X
Erschienen in:Education of economists & managers
Publisher:Warsaw School of Economics, Department of Human Capital Development
Place of publication:Warsaw
Document Type:Journal article
Language:English
Publication year:2021
Tag:SDG; SHIFT model; customer behaviour; customer journey; food industry; sustainability
Volume:62
Issue:4
Page Number:21
First Page:80
Last Page:100
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY - Namensnennung 4.0 International